Influencing Factors of Consumer Purchasing Intention in Live Home Appliance E-commerce

Zhai Yan, Tatchapong Sattabut and Chaiyawit Muangmee ()
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Zhai Yan: Bansomdejchaopraya Rajabhat University
Tatchapong Sattabut: Bansomdejchaopraya Rajabhat University
Chaiyawit Muangmee: Bansomdejchaopraya Rajabhat University

A chapter in Proceedings of the 2023 5th International Conference on Economic Management and Cultural Industry (ICEMCI 2023), 2024, pp 175-184 from Springer

Abstract: Abstract In recent years, e-commerce live streaming has developed rapidly, bringing new opportunities for online sales of various products. Compared with the offline consumption environment and the traditional e-commerce model, the shopping psychology and behavior of consumers in the live broadcast scenario of home appliance e-commerce have changed. Based on the S-O-R theoretical framework, this paper proposes 9 stimulus variables from three aspects: home appliance e-commerce anchor, home appliance e-commerce live broadcast scene and home appliance product to build an impact model of consumer purchase intention under the background of home appliance e-commerce live broadcast. Based on the conceptual model, the research hypothesis is put forward. The scale was designed based on the results of previous maturity scales and root cause analysis. Through the analysis of reliability and validity, the data of 400 valid questionnaires obtained by formal investigation were analyzed. The empirical results show that anchor features, scene features and home appliance features have significant positive effects on consumers’ purchase intention. On the basis of the empirical analysis results, the practical insights of home appliance e-commerce live broadcast are summarized from three aspects: home appliance anchor, home appliance live broadcast scene and home appliance product. This paper combines qualitative research with quantitative research, which is helpful for home appliance enterprises to better operate and manage e-commerce live streaming.

Keywords: Live Home Appliance E-commerce; Purchase intention; S-O-R theoretical model (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-368-9_21

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